Consumer Generated Programs That Work

Many marketers have been developing consumer generated campaigns. Select initiatives have been successful, many have failed. I really like Clarin newspaper’s sponsorship campaign for the Buenos Aires Independent Film Festival. Essentially they provided the frame of reference, worked with independent directors, and employed the power of the internet. There is true collaboration happening between Brand, Expert, and Consumer. The most amazing thing is the consumer response. Go to YouTube to check it out (see link below). There is smart and passionate debate. Brilliant. One question: Do you think that the storyline should be shared prior to the films? I personally would like it even though it kind of goes against the project vision. PS – I agree with most of the consumer posts: number 2 is the best